Opinion: Digital-First Or Digital-Last? The Media Darwinism Of 2025

Let’s not sugarcoat it! Media companies that still think “primetime” is a fixed slot on cable TV are like Blockbuster in the age of Netflix. While linear TV and print media are still stretching before the race, digital-first platforms have already crossed the finish line, posted the reel, and gone viral on Instagram and Threads.

The Numbers Don’t Lie — They Trend

India’s digital boom isn’t a forecast — it’s the daily forecast. As of early 2025:

• Over 900 million internet users are online — that’s more than the population of most continents.
• 491 million social media accounts are active, meme-ready, and outrage-primed.
• Digital ad spending is projected to reach Rs 59,200 crore by end of 2025. It has overtaken television already.

Meanwhile, print media continues its slow fade. Circulation has dropped by over 8% year-on-year, and TV viewership, especially among urban Gen Z and millennials, is shedding points too. Digital media will account for over 61% of India's total advertising spend.

Content That Clicks (Literally)

Digital-first platforms don’t just publish — they perform. The same is triggered by rapid advancement in artificial intelligence (AI), data analytics, programmatic advertising, reshaping on how brands engage with audiences. Whether it’s snackable reels, thumb-stopping headlines, or AI-curated news summaries, the focus is on speed, personalisation, and shareability. Content isn’t just read anymore — it’s reacted to, stitched, dueted, and dissected in 240 characters or less.

Compare that with print’s “page 3” or TV’s “breaking news” (which, let’s be honest, broke 6 hours ago on Twitter/X). Digital’s not just faster — it’s funnier, fresher, and fearlessly real-time.

Advertising: From Monologue To Meme

The real estate of influence is now a 6-inch screen and 3-second attention span. Brands today don’t want eyeballs — they want engagement. Enter influencers, branded content, and viral campaigns that you don’t skip — you seek.

Even FMCG brands have TikTok strategies now. Your biscuit might be mass-produced, but its ad better be algorithm-approved.

The Darwinian Warning

In the digital media jungle, the law is simple: adapt or vanish. The survivors aren’t necessarily the biggest or oldest — they are the fastest to pivot. Companies still betting big on legacy models risk becoming cautionary case studies in innovation talks.

Let’s face it: if your fridge can send memes and reorder milk via Alexa, but your newsroom still uses fax machines, it might be time to reboot more than your wi-fi.

The digital revolution isn’t knocking. It’s already inside, optimising your SEO and watching your watch history. The future belongs to the nimble, the native, and the nerdy. Everyone else? There's always nostalgia.

Raj Kumar Varier is a seasoned legal professional currently engaged in independent practice, with a specialized focus on the Telecom, Media, Technology (TMT) and Gaming sectors. He brings with him over two and a half decades of rich and diverse experience in the TMT domain, having advised leading organizations across regulatory, transactional, and policy matters.

blog